More events. More events for families. More support.
Those were among the goals given to Centre Wellington council’s committee of the whole on Jan. 16 when Andy Goldie and Fergus Grand Theatre manager Kerry Rajotte presented a strategic plan to enhance several aspects of the building’s operation.
Goldie said the township has spent money on the building, with a new roof, better seating, and a far better heating and cooling system, and now it is time to consider how to increase the use of that building.
The problem for the theatre is expenditures in 2011 were $97,622 and revenue was $56,700, meaning the township recovered only 41.9 per cent of its costs.
The report offered an assessment of the theatre’s strengths, weaknesses, opportunities, and threats to it.
Goldie said the plan was done in house and staff talked to a large number of people in order to create the analysis.
Rajotte told council the strengths include the history in the community, volunteer base, the current condition of the building after the upgrades, strong community support for the arts, affordable rental rates and council support.
“The theatre as it stands now is in great condition. It’s a little jewel,” she said.
But, Rajotte said, the plan shows several weaknesses, too.
There are no marketing resources, business operations have been neglected and mismanaged and there is a lack of policy and procedures in place.
She said a big problem is the theatre’s poor reputation for product and operational performance. Further, there is poor revenue and a lack of technical support to rental groups.
Rajotte said some groups renting the theatre are “not paying the theatre the respect it was due and that led to problems with technical and lighting systems.”
She said in other cases problems led to some groups not coming back, and there are problems protecting theatre assets.
Rajotte said opportunities include a heightened profile in the community, marketing the building inside and outside of the township, improving its profile in the community, technology upgrades, business and community partnerships, alternate sources of revenue, a programing season and building a strong operational infrastructure.
Rajotte came to the theatre about a year ago, and told councillors, “I come from a much larger theatre … it doesn’t have the opportunities this one has.”
But, she said, there are several threats to the viability of the building.
Those include the failure of community groups, continued reliance on only current user groups as a source of revenue, failure to protect assets and maintain the building, failure of the volunteer base, competition for market share and sectors of proposed markets, corporate ownership limits the ability to seek alternate sources of funding, failure to generate box office revenue, and cost of days when the theatre is dark.
The plan states there are four big challenges:
– no brand recognition;
– poor reputation;
– lack of operational policy; and
– operational funding and increase in revenue generation.
Rajotte said putting together a marketing budget would be a positive step, as well as hiring a part time person to oversee the technical parts of the theatre. “I’m not a technician,” she said, adding that such a lack is “a detriment to groups that rent.” Plus, replacement costs of equipment are “phenomenal” and she said in the fall, in particular, the theatre is very busy, but she cannot continue to spend 60 hours a week there.
“We’re only going to get busier,” Rajotte predicted.
She asked user groups what the theatre still needs and heard it could use “four wheelchair seats.”
She said the township should invest in programing, such as buying licences to show movies, or to co-produce events with the Wellington County Museum and Archives.
Councillor Kelly Linton wondered about such things as sponsorships. He suggested selling naming rights.
Goldie said that is usually done in the capital phase of a project, when something is being built. The theatre was built in the late 1920s.
Rajotte said there are huge opportunities to work with local businesses such as Cherry Hill Video.
Goldie said the theatre would like to obtain partnerships with restaurants for dinner and a show or an after-show drink.
Councillor Mary Lloyd suggested groups at the theatre are going through their own growing pains. She added the Scottish Festival’s Tartan Day might include a concert there.
Rajotte said she sees interest from more tribute groups. “I’m looking at dates back to 2013.”
She concluded, “It’s all about letting groups use the theatre. It’s not about commercial theatre any more.”
Goldie said there is a risk the theatre would have to close “without other revenue. There’s a real risk it could not continue.”
Linton asked about the theatre’s poor reputation.
Goldie said people found there was no value in coming to it, so “people stopped coming.”
That was partly due to the condition of the building, and he said groups that rented it ten years ago are “blown away” when they visit the upgraded venue today.
Operations committee chairman Walt Visser thanked them for a report.
He admitted, “I have been a very poor supporter” but has attended events put on by fellow councillor Fred Morris and his Vision Theatre.
But, he said of the report, “The only thing I don’t like about your report is the red ink. I hope that changes.”
Council then accepted the report. Councillor Kirk McElwain was absent.
